Kroger 2007 Annual Report Download - page 25

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Please find page 25 of the 2007 Kroger annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.

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We now offer more than 800 unique Private Selection® items, including
new items in our perishable departments.
2. Our “banner brand” (Kroger, Ralphs, King Soopers, etc.), which
represents the majority of our corporate brand items, is designed to be
equal to or better than the national brand or corresponding consumer
product goods (CPG) item. Our banner brands carry the “Try it, like it,
or get the national brand free” guarantee in most divisions. As with all
of our corporate brands, quality is the key ingredient. Before Kroger
will carry a banner brand product, the quality must be equal to or better
than the national brand or corresponding CPG item.
3. Our
Value™ brand is designed to offer our price sensitive customers a
choice of basic products that are priced to fit their budget. The Value™
brand offers practical, economical solutions for everyday needs.
Kroger’s three-tier corporate brands strategy generates enhanced profit
margins. Our “good, better, best” approach enables us to serve a very
broad and diverse customer base.
Corporate Brands: Product Innovation
Understanding our customers and responding to their needs through
product innovation is a key part of our corporate brands strategy.
Today many customers are seeking functional food choices that help them
take a proactive approach to their wellness. In June 2007, Kroger
announced the official launch of Active Lifestyle®, our own brand of great
tasting, better-for-you products that have functional benefits ranging from
cholesterol reduction to joint support. More than 60 items are available
under the Active Lifestyle® label, including milk, oatmeal, breakfast bars,
yogurt, bread, cereal, and powdered drink mix.
The Kroger Co. Page 25